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Age Embracing

by b-glowing BEAUTY

This is a place for women who have lived life—women with stories.

For risk-takers, rule-breakers, and those who believe beauty has no age limit. For women who refuse to be told what to wear and how to behave. For anyone not afraid to let themselves GLOW.

There are no rules here—only tips, tricks, and product picks to help you embrace your unique beauty. It’s all about finding what suits you, your personality and your sense of style. You’re the one deciding. We’re just here to help.

b-glowing BEAUTY founder Lisa King's Age Embracing story

Lisa’s journey

“I felt ignored by the beauty industry—like my wants, needs, and desires weren’t being addressed. I knew if I was frustrated by the limited makeup options for mature women, other women must be, too.” – Lisa, b-glowing founder. Read more about her journey, and the inspiration behind our Illuminate + Shine™ Palette

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Laura Dern getting ready with the Illuminate + Shine Palette

Actress Laura Dern is an outspoken advocate for women's empowerment, which is why we were overjoyed to see her wearing our Illuminate + Shine palette at the Met Gala. We’re still pinching ourselves over this one! Makeup by @gitabass.

"With age you get more comfortable in your skin and start to trust yourself more, and that's an amazing feeling." - Laura Dern

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Makeup for mature skin, the creation of b-glowing BEAUTY

With love, from us to you

The Illuminate + Shine™ Palette is a labor of love, and a dream three years in the making. We’re perfectionists, and our in-house experts worked tirelessly to create a beautiful product that enhances, flatters, and illuminates mature skin. From the expertly-curated, complementary colors, to the innovative packaging, to the skincare-infused formulas, everything was designed with the greatest care and attention to detail. This is our gift to you.

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Eyeshadow look for mature women


Silhouette is a shimmer-free, goes-with-everything neutral...and your new go-to shadow for everyday.

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Holiday makeup gifts for women over 40

100% Giftable

When it comes to the magic of Age Embracing™ makeup, sharing really is caring. The Illuminate + Shine™ Palette makes the perfect gift for any beauty lover on your list, but it’s also great for beginners looking to master their eyeshadow game.

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Antique Gold eyeshadow for mature women b-glowing BEAUTY rococo swatch


“This gold is a total game-changer.” - Kylie Sallee, Makeup Artist.

Rococo is a gorgeous, antique gold that offers show-stopping shimmer without sinking into fine lines. Bonus! It looks amazing on ALL skin tones.

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b-glowing BEAUTY behind the scenes look at making of the product

Beauty that breaks ALL the rules

Forget all the false makeup rules you’ve been fed—the Illuminate + Shine™ Palette is here to break them. You shouldn’t have to sacrifice your personal style because society says “older women” don’t look good in shimmer. Personally, we don’t believe there’s an age limit on a dramatic look—it’s your skin that changes as you age, not your love for makeup. That’s why we’ve made our shadows bold, rich, and packed with the vibrant color you crave.

This isn’t about looking younger, either. It’s about the freedom to express yourself exactly how you choose. It’s about feeling like your very best self. It’s not about turning back the clock, it’s about confidently going forward.

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b-glowing BEAUTY palette packaging design

Mess free

Innovative packaging with closable door keeps your highlighter and base clean and pristine.

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Perfect look for women of color

Get the look: Rococo + Vintage

Date night? Girls’ night? Hitting up a party? Step into the spotlight with makeup that’s as dazzling as you are.

Created with the Illuminate + Shine palette™, this shimmery look is glam enough for special occasions, but understated enough for everyday wear. And because we believe women over 40 absolutely can (and should!) wear shimmer, this look works for women of ALL ages. It's your time to shine!

Pro tip:
For extra intensity and shimmer, apply wet.

Apply your shadow with a brush, then gently press it further into skin with your fingertips. The warmth will melt the shadow into your skin for an ultra-seamless look.

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Claire Danes lit up the red carpet with the Illuminate + Shine Palette

Claire Danes lit up the red carpet at the premiere of her film A Kid Like Jake, thanks to a little help from our Illuminate + Shine Palette! Makeup by @brigittemakeup.

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Purple eye makeup look for women over 35

Get the look: Baroque + Halcyon

Let purple reign by blending Baroque (deep, metallic plum) with Halcyon (silvery lilac).

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Great special occasions look for women over 60. Perfect for date nights, girls' nights, parties.

Made to flatter

As we age, our skin changes. That’s just a fact of life. But the idea that we can’t pull off a dramatic eye look post-40? That’s pure fiction. It all comes down to finding the right techniques and products for a fresh, cake-free look—which is where the Illuminate + Shine™ Palette comes in. Made with mature skin in mind, Our Age Embracing™ formulas deliver vibrant, flawless color without creasing, cracking, or highlighting crepey-ness. Plus, they're all infused with MicroVector Plump GABA-HYA—a moisture-rich blend of collagen, hyaluronic acid, and other ingredients to help plump, hydrate and smooth the skin.

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prismatic pink eyeshadow for mature skin b-glowing beauty Ella swatch


Equal parts sophisticated and sassy, this prismatic pink shadow is sweet as the girl it's named for—Lisa’s daughter, Ella!

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dark metallic purple eyeshadow for mature women b-glowing BEAUTY Baroque swatch


Baroque is a pretty metallic plum with a bold color payoff.

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How to use highlighter for mature skin

Let yourself GLOW

We may have abandoned the beauty trends of decades past (teased bangs, frosted lipstick... how did we ever think you were chic?) but we’ll never NOT want luminous, lit-from-within skin. We believe you should let yourself glow at every age, which is why we’ve included a radiance-boosting highlighter in the Illuminate + Shine™ Palette. The long-lasting cream has just the right amount of shimmer without being sparkly, blending like a dream to give your complexion a natural-looking glow that never cakes or creases. Swipe on cheekbones, browbones, cupid bow's and the inner corners of the eyes to add a gorgeous light to skin.

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Rococo is the perfect antique gold eyeshadow for dark skin

Get the look: Vintage + Rococo

Gold and brown go beautifully together, and make for an easy-yet-impactful eye look. Here, we mixed Vintage and Rococo for a sultry smoky eye that looks stunning on all skin tones.

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Enhance + Glow Palette

Our latest Age Embracing™ product has arrived.

Enhance + Glow has everything you loved about the Illuminate + Shine Palette (pigment-packed shadows that won’t crease or settle into fine lines, multitasking formulas, and out-of-this-world packaging), with the addition of seven new shades and finishes. Plus, it offers even more options for depth, dimension, and texture, giving you endless possibilities to showcase your creativity.

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b-glowing BEAUTY Illuminate + Shine Palette

What's inside?

Everything you need to create a complete look with ease: a brightening primer, ​a universally-flattering ​highlighter, and eight pigment-packed shadows that you can mix and match.

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Perfect look for mature women, Jamie Lee Curtis-approved!

The Illuminate + Shine Palette is Jamie Lee Curtis-approved!

No big deal or anything, but the legendary Jamie Lee Curtis recently rocked our Illuminate + Shine Palette ™ on set! We can’t think of anyone who embodies the spirit of Age Embracing™ beauty better than her, either. Like us, Jamie is disappointed that society uses the term “anti” to talk about aging. She’s refreshingly real when it comes to issues like ageism, and she shares our passion for challenging outdated ideas about what makes a woman beautiful. Jamie is breaking rules, and proving that beauty is not a number. Makeup by Camille Clark @camillemarieclark.

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matte ivory eyeshadow for mature skin b-glowing beauty Ethereal swatch


On its own, this ultra-matte ivory makes for a minimal daytime look, but it’s perfect for mixing and layering, too! Pro-tip: dab some in the corners of your eyes for an eye-opening effect.

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Debra Messing wore our Illuminate + Shine palette on the red carpet!

We’re not gonna lie—the Will & Grace fan inside us did cartwheels when Debra Messing wore our Illuminate + Shine palette on the red carpet! This smoldering look was created by makeup artist @gitabass.

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Travel-friendly face and eyeshadow palette for mature women

Take it to go

Our gorgeous, zippered clutch eliminates mess, keeping your shadows safe and secure while you travel.

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Easy makeup look for mature women

Easy everyday

To create a chic eyeshadow look that's as simple as it is beautiful, sweep Ethereal across the entire lid, from lashline to brow bone. Next, apply a darker shade like Silhouette against where the bone hits the crease.

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b-glowing beauty Cream Base swatch under eye makeup and concealer for mature skin

Brighten + Perfect Cream Base

Our cream base makes smudged shadow and fallout a thing of the past, creating a smooth canvas for makeup to adhere to. It also reduces the look of fine lines and pores, and doubles as a redness-reducing concealer for fair to medium tone women.

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Clean, toxic-free makeup for women over 40

My promise to you

"As a breast cancer survivor, I’m passionate about keeping your beauty routine clean and free from harmful toxins. All b-glowing BEAUTY™ products meet EWG Skin Deep’s standards for safety, and are free from ingredients that may cause developmental/reproductive toxicity and cancer.” - Lisa, b-glowing founder.

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Behind the scenes creation of b-glowing BEAUTY packaging

Innovative, reusable packaging

We know, we know…it's what's on the inside that counts, but pretty packaging doesn’t hurt. We wanted the Illuminate + Shine™ Palette to feel luxurious on every level—from the velvety formulas, to the innovative design, to the sleek, mirrored case. The best part? The zippered clutch is completely reusable. Just pop out the pan when you’re done, and you're left with gorgeous, functional keepsake.

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